Momentum is a martial art gym that will be opened in Riyadh whose main objective is to empower and teach mainly women and kids about self-defense and self-discipline.
The direction for this concept is to represent the services that the brand offers which is how to fight and defend. What’s unique about Momentum Gym in Saudi Arabia is that it focuses mainly on women and children, on how to learn mixed martial arts and other form of self-defense. Suffice to say it’s not just the typical routine to lose weight, but to practicality be able to defend one’s self. It also involves the education of self-discipline, humility, and other aspects of the martial arts both mentally and physically.
This direction represents bravery, power and strength. The design should reflect strength, boldness and energy. It should be able to fit everywhere especially on small spaces and adapt to changes in trends.
The logo was designed to represent a Fist symbolizing power, strength, and also agility. We played around the boldness and sharpness of the icon as well as to create movement by making it 12 degrees italic. This will give the icon an appearance of speed and motion.
For the Logotype, we wanted to create something in contrast to the logo icon to make sure that the emphasis stays with it, while making sure that the logotype can stand-alone on its own. We designed the logotype to be thinner than the icon giving it a more elegant and edgy look.